How do I lower my prices?

I make a physical product and sell via ecommerce and a decent amount of wholesale. It's been on the market for ~2yrs now and sells pretty well, but I am thinking of trying to take the bull by the horns and turn this into a monster. I have the profit margin to be able to reduce the price on a couple of my items by ~30% at least, maybe even as high as 50%. How can I do this without completely alienating my core customer group who have paid the higher price? They'll return to my site tomorrow and see something they purchase for half the price. Is it worth the short-term headache? Is there a tactful way to reduce prices pretty much across the board?